The Kindly Offensive

Because Pride shouldn't just be celebrated once a year




brand strategy
+ name generation
+ brand identity
+ web/e-commerce
+ social media marketing
+ digital advertising
+ email/newsletter design
+ apparel design
+ stationery design
+ photography

The Kindly Offensive was created to expand the idea of LGBTQ+ and pride-centric clothing.

The Kindly Offensive’s mission was to help people express a part of themselves that was usually silent. The brand's goal was to create an inclusive LGBTQ+ streetwear brand that individuals could wear throughout the year, not just during Pride month.

The ask

The ask

Project scope

Change the meaning of what "Pride" clothing means

From its inception, Jasmine has played a pivotal role in shaping and propelling The Kindly Offensive, an LGBTQ+ streetwear brand. This unique role demanded a multifaceted approach, balancing the need to stay true to the core streetwear aesthetic and trends while simultaneously cultivating a deep connection with the LGBTQ+ community. This meant not just designing trendy clothing, but infusing it with elements that resonated with the brand's core audience and their values.

The strategy

The strategy

Design with purpose

Clothes for those who don't mean to offend.

The name "The Kindly Offensive" draws inspiration from the societal perception of LGBTQ+ identities as offensive to some individuals. Recognizing that "coming out" is often an ongoing process rather than a singular event, the brand aimed to empower its customers to express their identities through clothing and accessories, fostering a sense of self-expression without the need for spoken words. These subtle yet impactful statements allowed customers to challenge societal norms in a "kind" and understated manner, reclaiming the narrative surrounding their identities.

This approach resonates with the brand's core values of inclusivity, self-acceptance, and challenging societal expectations within the LGBTQ+ community.

The solution

The solution


Not everyone looks good in rainbows.

Recognizing that the rainbow, while a powerful symbol of LGBTQ+ pride and diversity, may not resonate with every individual within the community, Jasmine implemented a strategic approach to The Kindly Offensive's product offerings. By introducing new themes each season, she ensured that the brand catered to a wider range of preferences and expressions within the LGBTQ+ community. This dynamic approach not only fostered inclusivity but also allowed The Kindly Offensive to stay relevant and competitive in the ever-evolving LGBTQ+ clothing market.

This strategy aligns with the brand's core values of celebrating individuality and empowering self-expression within the LGBTQ+ community, ensuring that there is something for everyone, regardless of their preferred mode of outward expression.

Product Design

Beyond design, Jasmine's role at The Kindly Offensive encompassed staying relevant across diverse trends. Each season, she not only conceptualized over 20 unique designs, but also navigated apparel trends, supply chains, customer demands, social media, pop culture, web design, and marketing. This ensured The Kindly Offensive remained not only competitive but also deeply connected to its LGBTQ+ audience within the evolving streetwear market.

Web/E-Commerce Design


While The Kindly Offensive is no longer in operation, its legacy as a pioneer in LGBTQ+ clothing remains. Jasmine played a pivotal role in shaping the brand, helping it cultivate a loyal social media following exceeding 50,000 and fulfilling countless international orders. The brand's impact extended beyond sales figures, serving as a beacon of self-expression and inclusivity within the LGBTQ+ community.